Beyond the bottle: GTR Magazine reports on the wine category
GTR Magazine talks to representatives from across the category for an update on market trends and challenges, as well as the integration of experiential retail in the channel
Described by the experts as dynamic, complex and challenging, the wine category in travel retail is one of the fastest growing categories in the channel. Competition is said to be fierce, especially now with new tariff regulations looming. According to Cathy Rolland, Global Travel Retail Manager at Osborne, most wine-producing countries tend to prioritize their own national wines, which leaves limited shelf space for international selections. “When stores do offer a broader assortment from multiple origins, Spanish wines often remain a niche category,” she says. “Currently, European countries like France and Italy dominate the category, benefiting from both strong consumer recognition and strategic positioning by their national players.”
Pier Giuseppe Torresani, Export and Travel Retail Sales Director at Masi Agricola, believes a proper wine assortment adds credibility and prestige to the overall alcohol offering. Since its market share in travel retail is much lower than in domestic markets, Torresani points out that the wine category has significant potential. “Consumers are present; they are simply looking for the right offer. Retailers who have invested in the category are reporting excellent results. Sales trends vary significantly from region to region,” he explains. Addressing extremes in the market, Torresani notes as a result of its arrival shops, ferries and border stores, Northern Europe is the largest market with a purchasing pattern focused on renowned brands and price advantages. Whereas, travel retail markets in the Middle East and Asia Pacific offer high-value fine wines that are particularly appealing to international travelers.
A timeless trust
Although the wine category is facing an aging consumer base and a continued decline in consumption driven by financial concerns and changing social habits, Bruno Teixeira, Global Travel Retail Director at Familia Torres, says there is opportunity to meet the demand of the next generation of “more involved and conscious wine drinkers.”
“For wine and spirits, we aim to recruit younger generations as many mature markets become increasingly reliant on older ones,” explains Teixeira. “Experienced drinkers are loyal, but less involved with the category, and lower spending than younger drinkers. Millennial consumers tend to be more highly involved in wine and attracted to brands, storytelling and experiences that reflect their lifestyles.”
Keeping in mind the current economic landscape, Familia Torres plans to continue optimizing its portfolio to create value and provide a reason to buy based primarily on a quality model. A timeless trust has been routinely exhibited between the final consumer and its collection. “The increase in the cost of living is causing a certain downward trend, especially in the lower price levels or standard range, which is an important category for our company, so we keep a close eye on it together with our partners,” he adds.
Right now, the company is working on producing limited edition wines that come from unique vineyards and historic estates, as well as wines that are made with ancestral varieties. Following a decades-long project to recover the winemaking heritage of Catalonia in Spain, more than 50 ancestral varieties have been rediscovered such as Querol, Forcada and Gonfaus. This initiative will be included in the company’s differentiation strategy for global travel retail, with the purpose of creating unique experiences for travelers.
“We also rely on the unique in-store shopping experience as a key tool to engage with the traveling consumer. We want to ensure that consumers take away with them a part of the brand's story, enabling them to pass on our values,” says Teixeira.
Integrating experiential retail
As one of the largest wine groups in Italy, family-owned Herita Marzotto Wine Estates strives to achieve quality above all else. While relatively recent to travel retail (compared to the domestic channel), Herita Marzotto brands have gained popularity due to their presence on a global level at top restaurants and venues. One of the first companies to invest in Prosecco with a vision of international success for the product, the group remains a category innovator. It most recently launched the Santa Margherita Prosecco Valdobbiadene Superiore DOCG. This sparkling Prosecco is Herita Marzotto’s latest limited edition and travel retail exclusive.
“We are firm believers in experiential retail and, as a wine company, we work closely with our partners to ensure all the necessary tools are available to create memorable experiences for our traveling customers. We are putting the finishing touches to Santa Margherita branded ‘promo islands’ which are due to feature in several duty free stores worldwide during the coming months,” explains Giacomo Marzotto, Export & Travel Retail Director at Herita Marzotto Wine Estates.
The main objective of this initiative is to strengthen the presence and recognition of the Santa Margherita brand in a travel retail context, as well as support the new release by establishing a direct dialogue with the consumer. “The initiative has been carefully designed to activate a true customer journey, engaging and guiding shoppers through an experiential path, thanks to in-store tastings and a narrative [used] to spark interest, drive engagement, share our wine culture and support sell-out,” he continues.
Speaking about experiential retail in the duty free environment, Rolland notes what truly resonates with passengers is the ability to create an emotional connection. The Osborne team works to transport travelers beyond the airport, even if only for a few minutes. “With the help of our brand ambassadors, we invite them to close their eyes and imagine themselves walking through our vineyards in Rioja or our centuries-old cellars in Jerez. We want them to take with them not just a bottle, but a piece of our story—our passion for terroir, craftsmanship and authenticity,” she says.
Although Osborne’s wine portfolio is not the widest, it is rooted in some of Spain’s most iconic appellations, as well as thoughtfully curated and recognized for its outstanding quality. Its Viña Monty Graciano was named one of the Top 50 Wines in the World by the Decanter World Wine Awards in 2024.
Sense of occasion
Considered more demanding than ever before, traveling consumers not only look for special prices and promotions, but also want to participate in exciting shopping experiences. In some cases, this can reflect a broad offer, which can be intimidating for consumers. Masi Agricola’s goal in travel retail is to make the brand visible, and where possible, to provide consumers with the opportunity to sample products. “Our role is to educate them and help them understand the key distinctive characteristics of our land and our wines. We can only do this through guided tastings,” says Torresani. “It is a long-term effort that we pursue consistently in domestic markets and replicate in travel retail whenever laws permit and operators are willing to collaborate.”
With a winemaking history that spans over 250 years, the winery has proudly led the success of Amarone and the Valpolicella Ripasso category, two of the most renowned Italian wine styles. According to Torresani, wine enthusiasts recognize the value of the name and often choose Masi Agricola in travel retail because they have already experienced the brand in fine restaurants at home or while on holiday.
In partnership with Heinemann, Masi Agricola recently introduced limited edition packaging for its premium rosé Rosa dei Masi, developed exclusively for the Norwegian travel retail market. Showcasing the colors of the Norwegian flag, this dedicated packaging celebrates Norway’s Constitution Day and caters to growing traveler demand for distinctive products that evoke sense of place and occasion. Torresani comments, “This initiative exemplifies how tailored exclusives can enrich the retail mix and differentiate the in-store travel retail experience.”
AdVini brings liquid to life in comparative vertical tasting
Following the announcement of its partnership with Duty Free Global, international wine group AdVini hosted a memorable tasting at TFWA Singapore in May. The session, entitled “Revealing the terroir wines: Bordeaux versus Rhône,” featured a comparative vertical tasting of L’Oratoire des Papes versus Château Patache d’Aux and offered fascinating insight into the distinct terroirs and winemaking styles of the two prestigious French wine regions.
The partnership is focused on specific markets, such as Asia and other areas in global travel retail that AdVini does not currently cover. It includes AdVini’s global brands from Bordeaux and Rhône Valley, as well as other regions in the South of France, such as Provence, Languedoc-Roussillon and main brands from AdVini’s South African wine offer.
Founded in 1872, the group is driven by family spirit, entrepreneurship and people-focused shareholders. According to the team, AdVini is committed to the sustainability of its activities and strives daily to reduce its impact, both in the vineyard, where it is leading an agroecological transition, as well as at production sites, where careful attention is given to water use, energy efficiency and green design techniques in winemaking.
